Summary
US health insurers’ customer experience continues to underperform, as uncovered by the total experience, brand experience (BX), and customer experience (CX) ratings detailed in Forrester’s Customer And Brand Experience Survey, 2025. This deeper-dive report takes us one click down into the CX ratings, with greater detail on the customer experiences of specific segments, including devotees, captive customers, customers with Medicare-related products, and customers with coverage through the Federal Employee Program.
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